Blog, Case Study·6 April 2023
Uncorking the Power of Data
How Brown Brothers Leveraged Online and Offline Insights to Gain Unparalleled Customer Understanding
Challenge
The Brown Family Wine Group (BFWG) a long time client with Next Level Online Marketing (NLOM) both wanted to gain deeper insights into customers’ offline purchasing habits and increase brand recall.
The Brown Family Wine Group (BFWG) is one of Australia’s Leading Family Owned Wine Groups. With wine brands such as Brown Brothers, Innocent Bystander, Devils Corner, Pirie and Tamar Ridge that are stocked with large liquor retailers across Australia. Sharing a sense of adventure and innovation they needed to close their offline sales knowledge gap.
Approach
BFWG’s first-party data was skewed as it mostly comprised of website data, and NLOM’s strategy was to gain insights from Unpacked by Flybuys data for offline sales and activities with grocery and alcohol.
NLOM combined different data silos, such as BFWG’s customer database, Google Analytics, Unpacked By FluyBuys Data, and Lotame’s Data Management Platform, to gain deeper insights into customer behavior.
Top Three guiding metrics:
- 01Items in liquor basket
- 02Top items in grocery basket
- 03Top consumer behaviour
By leveraging the first-party data from Unpacked by Flybuys, enhancing it with owned customer data and Lotame Data Management Platform (DMP), NLOM was able to build a real-time, custom data visualisation dashboard. On top of that were able to automatically identify highly engaged wine segments to incorporate into BFWG’s brand campaigns across programmatic display, Dooh, and social media platforms.
Results
“NLOM have unlocked incremental value from our data, making it easy to interpret, understand and derive insights from. They have helped us create insight lead, data-driven campaigns delivering real results. Their data technologies are truly ahead of the game in this space.”
Ellie Vince
Chief Marketing Executive, Brown Family Wine Group
Top Results:
- 23%
- Greater Ad Recall Rate
- 40%
- Higher Ad CTR than standard audiences
- 12%
- Increased Brand Search
NLOM’s strategy for BFWG delivered real branding results and opened up opportunities for the business to deliver greater value to wine customers.